by Yesenia Cisneros | Dec 12, 2022
Dialog Case Study
Value Proposition and Messaging Development to Campaign Delivery
Thomson Reuters Tax & Accounting Professionals
Thomson Reuters Corporation is a Canadian multinational media conglomerate that provides a suite of Enterprise software and services to help professionals make confident decisions and run better businesses. Their customers operate in complex arenas that move society forward — law, tax, compliance, government, and media – and face increasing complexity as regulation and technology disrupts every industry.
The Thomson Reuters Tax Professionals Business had a need for an integrated campaign consisting of messaging to resonate with accounting firms and elements to activate and engage the audience to meet their awareness and demand generation goals. It was important that the messaging and campaign be developed in a customer centric approach addressing key customer issues and the customer life cycle.
Insights, Action, and Creative Strategy
Dialog delivered the following:
- Campaign strategy development and media planning.
- Value Proposition development at the business unit level.
- Campaign messaging architecture development.
- Creating of in-market campaigns including campaign strategy, campaign theme, and campaign creative.
- Customer facing assets to support the customer buying life cycle.
- Sales enablement to help the Thomson Reuters sellers effectively deliver the value proposition.
- Campaign reporting and optimization.
Client surpassed yearly MQL goals by over 120% of plan
“This campaign continues to be one of the largest and most impactful marketing programs the customer segment is running.”
Thomson Reuters
Tax & Accounting Client
Decision Time Campaign: Theme and Creative Strategy
THOUGHT LEADERSHIP / TOP OF FUNNEL
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by Yesenia Cisneros | Nov 8, 2022
Dialog Case Study
Winning Mindshare & Market Share in Vertical Markets
Channel engagement
Ingram Micro is a global leader in the distribution of information technology products and services.
Recognizing the huge opportunity in Healthcare, Ingram increased focus on growing their Healthcare solution portfolio. They needed to build the internal infrastructure for key verticals including healthcare, deliver a clear Value Proposition to their channel partners, and fully enable their ecosystem to sell Ingram solutions.
Insights, Action, and Creative Strategy
Ingram engaged Dialog to help them build a healthcare infrastructure, refocus, and redeploy company-wide focus on the healthcare ecosystem. This included:
- Developing cohesive internal vertical focus and infrastructure
- Developing a healthcare go-to-market strategy
- Creation of healthcare a Value
- Proposition, messaging and branding
- Creation healthcare channel content, training, and sales enablement
Ingram’s centralized a team of healthcare-focused experts within the company.
New branding, messaging, and a clearly articulated healthcare ecosystem enabled Ingram to significantly grow its number of healthcare-focused partners, products, solutions, and revenues.
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by Yesenia Cisneros | Nov 8, 2022
Dialog Case Study
Building a 5-Star Channel Program
AMD Commercial Channel
Advanced Micro Devices (AMD) is an American multinational semiconductor company based in Santa Clara, California, that develops computer processors and related technologies for business and consumer markets.
AMD was experiencing significant growth in the commercial market to match that of their success in the consumer market. And while they had a robust channel program for the Systems Builder channel, they had no formalized program for the Commercial Channel to support VARs, Systems Integrators, and Distributors. The opportunity existed to build to better position the company for success with high value-add partners and to create clearer differentiation between partner types and program entitlements.
Insights, Action, and Creative Strategy
Leading with program strategy, Dialog created a complete program for the channel and system for delivering it globally. This included:
- Segmentation strategy in order to identify the highest value segments with the highest likelihood for conversion
- Competitive benchmarking to identify AMD advantages and unique program elements to trump existing programs
- Partner modeling to determine tiers and required qualifications
- Cascading criteria for partner benefits and branding by partner level and type
- Created and helped to launch a three-tier partner program with unique branding to reflect the audiences for each
- Lead and managed all global channel marketing and sales support efforts
- Value Proposition development, messaging architecture creation, and visual identity highlighting the unique value proposition for VARs
- Development of program tiers and identifying badging
- Brand development for the Channel Program
Worldwide Channel Partners grew from 1,200 to 4,100 in a single year
Launched the program in 16 countries and 10 languages within the first year
AMD Channel Program was also recognized by CRN as a 5-Star Channel Program the year after it launched
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